The African Continental Free Trade Area (AfCFTA) offers significant opportunities for small businesses to expand across the continent, says Amukelani Kubayi, the Deputy Director in the City of Johannesburg’s Economic Development Department.
Speaking at an Export Readiness Workshop in Sandton on Tuesday, 9 December 2025, Kubayi stressed the need to equip Food and Beverage SMMEs with the knowledge and tools required to compete internationally. The workshop focused on preparing small businesses for export markets and boosting their participation in continental and global trade.
“AfCFTA opens multiple markets across the continent. For SMMEs who are unaware of these opportunities, it becomes a missed opportunity,” she said.
“This workshop brought together experts from our strategic partners, including the Gauteng Growth and Development Agency and the Department of Trade, Industry and Competition (the dtic), to help bridge that gap.”
Hosted in partnership with the City’s Trade and Investment Directorate and the Gauteng Growth and Development Agency (GGDA), the session aimed to provide practical pathways for SMMEs seeking international expansion. Kubayi emphasised that South Africa’s rich cultural and product diversity gives local producers a strong competitive edge.
“We have incredibly diverse and uniquely South African products that represent the many cultures within our country. This presents a valuable opportunity for our SMMEs to tap into global markets. The workshop was designed to close the information gap between SMMEs and available opportunities,” she said.
Providing further insight, Nkateko Ngobeni, Assistant Director for Export Marketing and Investment Assistance at the dtic, outlined several incentives available to export-ready businesses. These include support for travel, exhibition costs and freight forwarding of product samples for international expos.
“Our incentives ensure that businesses do not bear the full financial burden of showcasing their products globally,” Ngobeni said.
Among the participants was Pretoria-based farmer Sindisiwe Sabela, who has worked in agriculture since 2009. She recently secured an opportunity to export turmeric to Germany in August 2025.
“Attending an export readiness programme is highly enlightening. It helps me organise and prepare for international trade. My goal is to strengthen my export capacity while continuing my passion for farming,” she said.
Sabela added that growing her export operations could create around 17 permanent jobs, demonstrating the economic impact of successful SMME export ventures.
Kubayi said the City remains committed to supporting SMMEs with guidance on export requirements, packaging and labelling, certification processes and market preparedness.
“Supporting SMMEs is crucial because it directly affects business growth, sustainability and economic contribution,” she concluded.
Written by Zingiswa Mndayi